If you’re in B2B sales, you already know most prospecting tools promise the moon and get you...a list of generic contacts and titles. This post is for anyone who’s tired of chasing “decision makers” who are actually nowhere near a real buying decision. We'll walk through how to actually find the right people using Vainu, get past the noise, and avoid wasting hours on dead ends.
Why Decision Makers Are So Hard to Pin Down
Let’s be honest: job titles are a mess. “Head of X” might mean someone runs the show, or it might mean they’re the only person in a three-person department. “Manager” could literally mean anything. Most databases—including Vainu—are only as good as the data they get from companies, which is often vague or outdated.
So, identifying real decision makers isn’t about finding titles—it’s about finding influence. The good news? There are patterns, shortcuts, and signals that actually work.
1. Start with the Right Company Filters
Before you go poking around contact lists, make sure you’re fishing in the right pond.
- Industry and Size: Filter for your ideal customer profile. Don’t waste time on companies too small to buy, or so big you’ll get lost in their org chart.
- Growth Signals: Use Vainu’s data on recent funding, hiring trends, or new locations—companies in “growth mode” are more open to new solutions.
- Tech Stack or Decision Triggers: If you sell SaaS, filter for companies using complementary tech. Vainu tracks a lot of this, but don’t bet the farm on its accuracy—always double-check.
Pro tip: Don’t go too broad. The more focused your filters, the less junk you’ll have to sort through later.
2. Zero In on Function, Not Just Titles
Titles are a starting point, not the answer. In Vainu, you’ll see a lot of generic options: “Head of Operations,” “Director,” “Manager.” Instead, search by department or function—this narrows the field to people who actually care about what you’re selling.
- Sales tech? Look for sales, revenue, or business development leaders.
- HR platform? Find people in HR, talent, or people ops.
- IT solution? Target IT, operations, or digital transformation roles.
What to skip: Don’t waste time with “General Manager” or “Assistant” unless you’re selling office supplies.
3. Use Layered Search: Combine Multiple Filters
Vainu lets you stack filters—use that power. Combine department, seniority level, and even location (if it matters). For example:
- “Marketing” + “Director/Head/VP” + “Finland”
- “IT” + “Manager or higher” + “100–500 employees”
Reality check: The fancier the title, the less likely they’ll reply to a cold email. Sometimes, the real influencer is one level down—someone who’ll champion your solution internally.
4. Inspect the Org Chart (But Don’t Trust It Blindly)
Vainu's org chart feature is handy, but treat it as a rough sketch, not gospel. Companies rarely update their data in real time. Use it to:
- See reporting lines (who reports to whom).
- Spot “clusters” of decision makers—sometimes it’s a group call.
- Identify potential blockers (e.g., a CFO who always has veto power).
What to ignore: Don’t chase every “C-level” on the chart. If you’re selling a niche tool, a VP or even a senior manager may have more day-to-day say.
5. Look for Buying Triggers & Recent Activity
Don’t just look for names—look for timing. Vainu flags things like:
- Recent hires or departures in key roles
- Company expansions, M&A, or product launches
- Tech stack changes
These are all signals that someone is making (or will soon make) decisions. A new CTO? They’re probably reviewing vendors. A company just raised a funding round? Budgets might be looser.
Pro tip: Reach out right after a trigger, not months later when the window’s closed.
6. Dive Deeper: Cross-Check with LinkedIn
Vainu can give you a list, but it’s not perfect. People move jobs, titles change, and sometimes the data’s just plain wrong. Always:
- Look up your target on LinkedIn. Check how long they’ve been in the role and what their actual responsibilities are.
- See who they interact with—sometimes the real buyer is a peer or their direct report.
- Double-check for recent job changes. Nothing kills momentum like pitching someone who left a month ago.
What to skip: Don’t obsess over every contact’s profile. Just confirm they’re real and relevant.
7. Use Email Patterns (But Don’t Spam)
Vainu often provides email formats (like firstname.lastname@company.com). Use these to reach out, but don’t carpet-bomb the company. Target 1–2 relevant people. If you don’t get a reply, try a different angle—maybe another department, or a different level of seniority.
- Personalize your message. “Saw you just hired a new head of sales—congrats!” works better than “To whom it may concern.”
- Mention something specific from your Vainu research. Show you’ve done your homework.
8. Don’t Get Fooled by “Influencer” Titles
Not everyone with “Head” or “Lead” in their title can actually make a decision. Watch out for:
- Gatekeepers: Executive assistants, office managers, or “coordinators.” Useful for gathering info, but rarely the buyer.
- Inflated titles: In startups, everyone’s a “Chief” something. In big companies, “Manager” can mean “entry-level.”
If in doubt, ask a direct question in your outreach: “Are you the right person to discuss X, or is there someone else who handles this?” It’s not rude—people appreciate honesty.
9. Keep a Running List (and Update It)
Decision makers change all the time. Save your Vainu searches and keep notes on who’s responsive. If someone leaves, update your CRM. Don’t keep pitching someone who’s moved on.
- Track outreach attempts and responses.
- Note any referrals (“Talk to Jane in IT”).
- Refresh your lists quarterly—company data goes stale fast.
What Actually Works (And What Doesn’t)
Works: - Narrow, focused filters—don’t blast every “manager.” - Layered search: department + seniority + trigger events. - Quick LinkedIn cross-checks. - Honest outreach with a clear ask.
Doesn’t work: - Relying only on job titles or company-supplied org charts. - Mass emailing every contact you find. - Ignoring trigger events or timing. - Thinking there’s a “hack” for instant results—this takes work.
Wrapping Up: Keep It Simple, Stay Skeptical
Finding real decision makers in Vainu isn’t about using every feature—they’re just tools. Focus on strong filters, sanity-check your data, and don’t be afraid to ask directly who handles what. The secret? Iterate as you go. The best approach is the one that gets you real replies, not just a longer contact list.
Don’t overthink it—set up your filters, double-check your targets, and start conversations. The rest (including the next “shiny” tool) can wait.